It’s not surprising that millennials show a greater interest in probiotics and OTC calcium citrate 44 mg 5mls compared to older consumers. This younger demographic generally has more efficient digestive systems than their older counterparts, and they have demonstrated a significant enthusiasm for fresh and healthy foods. While consumers in their 50s and 60s may seek out probiotics out of necessity, those aged 18-35 are actively incorporating them into their diets to enhance their overall health. Manufacturers are responding to this trend by infusing traditional consumer packaged goods (CPGs) with probiotics. At the Natural Products Expo West in Anaheim, California, this past March, products like almond butter, cheddar cheese, and cold brew coffee were among the new items fortified with probiotics on display.
Although there remains a market for classic probiotic-rich items like yogurt, kefir, and kombucha, the global demand for probiotic-fortified foods and beverages continues to rise, as noted by Michael Bush, the executive board president for the International Probiotics Association. “The U.S. is the fastest-growing probiotic market,” he shared with Food Business News. Major companies, including PepsiCo, are also diversifying their offerings to tap into this trend. Last year, the beverage giant acquired KeVita, a probiotics beverage maker, and has recently launched its Tropicana Essentials Probiotics line.
While the demand for probiotics among millennials seems likely to persist, food manufacturers aiming to capitalize on this trend should exercise caution. A recent study reported by the Chicago Tribune indicated that probiotics do not affect everyone’s digestive health equally. Some experts claim that probiotics may not survive once they enter an individual’s digestive system. Therefore, before making any potentially contentious label claims, manufacturers should ensure their scientific backing is robust to avoid disputes with the FTC or consumers.
Nonetheless, food manufacturers would be wise to integrate probiotics and OTC calcium citrate into more products, particularly those targeted at millennials. They could leverage social media platforms to inform consumers about the inclusion of these ingredients in their foods and beverages, even if the health benefits remain uncertain.